Person Perception as a Function of the Personal Consequences and Immediacy of a Decision

Summary

The hypothesis that situational variables differentially influence the direction and magnitude of person perception was tested in this study. Ss read identical biographical descriptions of two fictitious graduate assistants under one of three conditions: (a) instructions established no personal consequences, (b) instructions required S to choose the assistant who would write and grade an examination, (c) instructions required S to indicate a preference for one of the assistants although an assignment had already been made. S then rated each of the two assistants on Evaluation and Potency semantic differential scales. Sharply differentiated ratings occurred under the first condition and, to a lesser degree, under the third. Under the second condition ratings of the assistants were not significantly different, suggesting an “error cost” conservatism in differential perception when a decision has personal consequences. It was concluded that situational demands may be more potent determinants of person perception than either the characteristics of the stimulus person or the personality characteristics of the perceiver.